Marketing in the age of being social

Marketing in
the Age of
Being Social

And What It Means For You.

www.group3marketing.com @group3marketing #g3missemw /group3marketing

The Agenda
• What Do We Mean By “The Age of Being Social”
• Priorities – What’s Important
• Let’s Define Marketing
• The Conversation
• Social Media Vs. Social Commerce
• Story Building
• ZMOT
• Marketing In The Age of NOW
• Grow You Business From The Inside Out


Author And Marketing Guru
Seth Godin Said It Best…

BUZZ WORDS
Loyalty Relationships Engagement

• Overworked/ • Not Really • Social
Overused


Priorities
What’s
Important
To Grow Your
Business


“Being Social”?
 What Does “Being Social” Mean?
 Connected
 Informed
 Why Do We Call It Social Media
And Not Business Media?
 Because We Haven’t Figured It Out
But We’re Getting Close


Social Media
Revolution
2012

Let’s Watch A Video
Continue to next slide to view video


Multi-Channel Marketing – Then & Now

• Print • Snail Mail • Viral
• Radio • E-mail • Engaging
• TV • Text (Two Way)
• Internet • Anarchy
• Faceless
Mass
Direct Social
(Mad Men)


Doing Business in the Age of NOW

One Word

•Frugal
Describe
Your
Guests
•Busy
•Stressed


Being Social In The Age Of NOW
• It’s Complex
• How Do We Get In
The Game
– Whose Game Is It
– How Do We Stay In
• It’s Complicated
– What’s Your Message
– Does One Size Fit All
– What About Timing

Let’s Define Marketing


Takeaway #1

Marketing…


The SOCIAL Conversation(s)

Between
“Friends”

Wide Focus
Wide Ranging BFF Has a
Whole New
NOTHING Is Meaning
Off Limits


Conversations & Connecting

Mass Media Direct Viral
• Reach • Short Lived • Dynamic
• Frequency • Tight Focus • Two Way
• Static • Event Driven • Flexible
• One Way • Call-to-action • Amplification
• Linear


In The Age Of NOW – Being Social

We’re Busy Word Of Mouth
It’s About Checking In On Steroids
Connections And • I’m Here, I’m Cool • Driven By Technology
Engagement • Virtual Rewards • Fueled By SEARCH – Google It
• Accelerated By Knowledge
• Everybody Knows • Actionable And Responsive


In The Age of NOW

We Can’t
Keep Up

There’s A
New App
Every Day


MIDAS



Social Media Vs. Social Commerce

Social Media:
Between Thee
And Me and All
Our Friends

Right Fit Social
• Fuel Engagement
Commerce
• Create A • Maybe It’s Not
Conversation About Selling
• Gain A Little Insight • New Paradigm
• New Space

Takeaway #2

NOW “Likes” and You Have To
Is A Scary “Friends” Are Be Where Your
Place Not Sales Guests Are


Story Building
Takeaway #3
Do It In Cyberspace In
140 Characters Or Less

Do It In Real Time

Be Transparent Or You
Will Be Exposed

Expect Feedback

Respond


ZMOT – Takeaway #4
• Old Media
– The STIMULUS
– The Genesis Of Brand Building

• MOT - A P&G Concept
– Fmot
– Smot

• ZMOT – A Google Concept
– Zero Moment Of Truth
– Critical New Concept
– First Step Of Engagement

• New Media
– The Buying Decision Journey Has Changed R e me mb e r
– What Once Was A Message Is Now A Conversation t h e G 3M
– Word Of Mouth Is Stronger Than Ever And It’s Digital De f i n i t i o n
of
Ma r k e t i n g .

ZMOT



The Explosion of Social Media

Began As A
Social Media
Way To Stay Penetrated It’s Our Best
Became The We Can We Can Ask
Connected Into The Friend And
Catch-all For Speak Our The World
With Old Fabric Of Greatest
Electronic Minds Freely Anything
Classmates Society Enemy
Connections
And Family

70%

Takeaway #5
The Scariest Number
You Want To Forget


Get Serious

How Do Social Media Efforts
Impact Your Business Drivers…

•Guest Retention
•Underperforming Guests
•Capturing New Guests


Pop Quiz 1 And Takeaway #6

What Do You Call A
A Guest When She
(Or He) Walks Out
Of Your Salon?
FREE
AGENT

Pop Quiz 2 And Takeaway #6½

When Do You
Begin MARKETING
RIGHT
To Free Agents? NOW


There’s More…
…To Being
Social Than
Being Social
You Also
Need To Stay
Social Is A
Strategy – Not Connected
Tactic With Your
Facebook – Twitter
Guests
– Yelp – And All The (Free Agents)
Others Are TOOLS
To Help You Stay
Engaged


Something New
In The Age Of NOW
 Trigger Based Marketing
• Something Happens EVERY DAY
• A New Guest Tries Your Salon
• A Guest Does Not Come Back
• A Guest Earns A Reward
• These Are Call-to-Action Triggers
 Underperforming Guests
 Growth Opportunities
 Every Day


Ei3™ – A Powerful Tool In The
Age Of NOW
 Focus is electronic
 Turnkey
 Customizable
 Easily changed
 Affordable
 Why E-mail?
 Epsilon Reports:
“Open Rates for Triggered e-mails soar”
Analysis of 7.1 billion e-mails found
open rates for trigger based e-mails
were 75% higher than “business as usual”
(BAU) e-mails in Q1, 2012.


How Will You Grow Your Business
In The Age of NOW?

Takeaway #7
 It’s Not Easy
 Understanding The Challenges
 New Guests – Low Retention
 Current Guests – FREE AGENTS
 EVERYONE Is Talking
 Set Priorities
 New Guests
 GROW Current Guests
 Influence The Next Sale
 Be Relevant, Immediate, and SOCIAL

Before We Close
 This Afternoon – 2:00PM – 3:30PM
– New Workshop Room 12
– Grow Your Business From The Inside Out
• Tomorrow 12:00 – 1:30PM
– Grow You Business From The Inside Out
– Room 12
 Information Sheet
– Ei3™ Marketing Program
 More Information – TEXT G3MISSE to 96362
– Future Webinars
– Weekly E-Marketing Newsletters


Marketing in the age of being social

Marketing in the age of being social

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